Our challenge was to create a visual system that felt cohesive, but could express the range of of SK's products. From limited-quanitity rarities for coffee nerds to their core offerings on the shelves of local grocery stores, we wanted to give them the ability to talk to a range of different customers with one visual system. We developed a iconography system full of character that represented different categories of coffee, created a new wordmark, & simplified their visuals to be more clear and concise. The result isn't a dramatic departure from their past, but a refinement that feels more like their future.